Best Practices in B2B Marketing

What B2B Can Learn from B2C

Bogota, Colombia
October 22, 2014
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Marketing
what works in B2C will work in B2B

We (respectfully) disagree!
B2B Marketing & Strategy Conference
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My background
Strategy Consulting

Brand Management

B2B Marketing & Strategy Conference

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FullSurge Partners Client Experience

B2C

B2B

B2B Marketing & Strategy Conference

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2014 Proprietary Research Study on Growth

Large Cap and Mid-Market
U.S.-based Executives, Global Companies
n: Quant = 541; Qual = 26

79%

What Drives
Growth?
Brand
Marketing

21%
Growth Gurus

Innovation

All Others

>15% 3-year CAGR

B2B Marketing & Strategy Conference
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Growth Gurus Marketing Capabilities

Q: Compared to your competitors, how would you rate
your companys marketing capabilities?

A: A great deal stronger than our competitors

130%
more likely
to agree

B2B
Growth Gurus
B2B Marketing & Strategy Conference
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5 Best Practices in B2B Marketing

2
Lead with the
Customer

Make Marketing
Strategic

Build Strong
Brands

5
Test and
Learn

Execute with
Precision

B2B Marketing & Strategy Conference

PROPRIETARY AND CONFIDENTIAL

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Best Practices in B2B Marketing

1
Lead with the
Customer

B2B Marketing & Strategy Conference

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Best Practice #1 Lead with the Customer

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Growth Gurus Customer Understanding

Q: How well does your company understands its customers in
terms of their attitudes, needs, and behaviors?

A: We understand them a great deal

34%
more likely
to agree

B2B
Growth Gurus
B2B Marketing & Strategy Conference
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Best Practice #1 Lead with the Customer

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Democratization of Marketing

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Best Practice #1 Lead with the Customer

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Voice of the Customer

More Options
than Ever

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Best Practice #1 Lead with the Customer

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Segment the Market

Firmographic

Behavior

Needs

Attitudes

Who are
they?

What they
do?

What do they
want/need?

Why do they
want/need it?

Tactical

Strategic
B2B Marketing & Strategy Conference
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Best Practice #1 Lead with the Customer

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Segmentation Global Industrial Cleaning Supplies

Demanding
Enthusiasts

Streamliners

Performance
Partners

Total Respondents: 18%

Efficiency
Seekers

Total Spend: 24%

Best In
Class

Basic
Buyers

Apathetic
Purchasers

Spend Index: 128

Spend

Country

Sector

B2B Marketing & Strategy Conference

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Best Practice #1 Lead with the Customer

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Segment Profile Example

Performance
Partners
Are highly collaborative, focusing
on simplicity and reputation

This type of customer wants to partner directly with a cleaning chemicals

company to improve cleaning results for their site(s). These customers
are highly collaborative, see differences in cleaning chemical companies
and would rather use a single manufacturer for all of their needs. They
want the manufacturer to get to know their business and they seek
advice from them.
B2B Marketing & Strategy Conference
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Best Practices in B2B Marketing

2
Make Marketing
Strategic

B2B Marketing & Strategy Conference

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Best Practice #2 Make Marketing Strategic

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Speak the Language of Business

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Best Practice #2 Make Marketing Strategic

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The Essence of Strategy

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Best Practice #2 Make Marketing Strategic

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Select a Target Segment

Segments

Total (Strategic Fit)

Financial Attractiveness
Revenue potential
Cost to serve

Market Relevance
Brand Permission
Credibility

Organizational Capabilities
Ability to meet needs
Ability to build capabilities
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Best Practice #2 Make Marketing Strategic

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Growth Gurus Value Proposition

Q: How established are value propositions for key products and
services in your company?

A: Extremely formalized our value propositions are formally

documented and well-understood by our employees

33%
more likely
to agree

B2B
Growth Gurus
B2B Marketing & Strategy Conference
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Best Practice #2 Make Marketing Strategic

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Value Proposition Operational Requirements

Performance
Partners

Platform:

Operational
Changes:

Enhancing Performance. Together

From

To

!Transactional Relationship

!Collaborative Problem Solving

!Heavy Product Orientation

!Balanced Solutions Orientation

!One-Size Fits All

!Needs-Based Solutions

!Distributor-Focused

!Customer-Focused

!Emphasis on Product Features

!Emphasis on Customer Impact

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Best Practices in B2B Marketing

3
Build Strong
Brands

B2B Marketing & Strategy Conference

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Best Practice #3 Build Strong Brands

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The Value of a Brand

All our factories and facilities could burn
down tomorrow but youd hardly touch the
value of the company; all that actually lies in
the goodwill of our brand franchise... our
companys name and trademark are by far
our most valuable assets.
Roberto Goizueta, former CEO, The Coca-Cola Company

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Best Practice #3 Build Strong Brands

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Brands are Strategic Assets

$21.2
TRILLION

Forbes 50 most
valuable brands in
the world
Combined asset
valuation

B2B Marketing & Strategy Conference

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Best Practice #3 Build Strong Brands

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Growth Gurus Brand Capabilities

Q: Compared to your competitors, how would you rate your
companys brand-building capabilities?

A: A great deal stronger than our competitors

79%
more likely
to agree

B2B
Growth Gurus
B2B Marketing & Strategy Conference
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Best Practice #3 Build Strong Brands

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Growth Gurus Brand Portfolio

Q: How clearly organized is your companys brand portfolio?

A: Extremely clear our brand portfolio is logically organized

and well understood by customers

31%
more likely
to agree

B2B
Growth Gurus
B2B Marketing & Strategy Conference
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Best Practice #3 Build Strong Brands

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Existing

Products & Services

New

Brands are Thoughtfully Extended

Less Impactful

Brand
Extendibility

New Product
Development

High
Risk

Market
Penetration

Portfolio
Extendibility

High
Cost

Existing

New
Brands

B2B Marketing & Strategy Conference

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Best Practice #3 Build Strong Brands

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Brands are Thoughtfully Extended Illustrated

Firm Size
Offering

Industry
Type

Project
Length

Global
Professional
Services Firm

Price
Point
X

Operating
Model

Buyer
Function

Pricing Model
B2B Marketing & Strategy Conference
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Best Practice #3 Build Strong Brands

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Brands are Managed & Measured

Behaviors

Perception Metrics

Performance Metrics

What you DO

How youre VIEWED

What you ACHIEVE

Organizational
Activities

Brand
Funnel

Brand
Image

Relationship
/Loyalty

Articles &
White Papers

Brand
Awareness

Brand
Attributes

Customer
Acquisition

Unit Sales/
Revenue

Proprietary
Products/IP

Brand
Trial

Brand
Personality

Customer
Retention

Margin
Profitability

B2B Marketing & Strategy Conference

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Business
Impact

28

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Best Practices in B2B Marketing

4
Test and
Learn

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Best Practice #4 Test and Learn

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Micro-Targeting a Vertical Segment

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Best Practice #4 Test and Learn

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A Consumer Promotion in B2B

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Best Practice #4 Test and Learn

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Content Marketing

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Best Practice #4 Test and Learn

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Social Media Its Not Just for B2C

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Best Practice #4 Test and Learn

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Growth Gurus Social Media

Q: How would you describe your companys approach to
social media?

A: We have a formal strategy for social media, and its very

well-integrated with our overall marketing strategy

91%
more likely
to agree

B2B
Growth Gurus
B2B Marketing & Strategy Conference
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Best Practice #4 Test and Learn

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Strategic Social Media Example

Average Score for
Ten Latest Facebook
Posts (June 2014)
Lego
Maersk
Disney
GE
Shell
Ford
McDonalds
Oreo
Dell
Red Bull
Converse
Starbucks
Coca-Cola
B2B Marketing & Strategy Conference
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48.0
37.0
34.2
32.9
19.1
17.2
10.2
7.2
7.0
6.0
5.1
4.5
2.2

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Best Practices in B2B Marketing

5
Execute with
Precision

B2B Marketing & Strategy Conference

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Best Practice #5 Execute with Precision

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Growth Gurus Implementation

Q: To what extent is your company successful in implementing
brand and marketing strategies?

A: Extremely successful brand strategy is embedded in all

that we do as an organization

20%
more likely
to agree

B2B
Growth Gurus
B2B Marketing & Strategy Conference
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Best Practice #5 Execute with Precision

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Touch Points = Experience

Awareness
Advertising

Re-Purchase

PR

Familiarity

Customer
Care

Advocacy
Technical
Support

After
Purchase

Before
Purchase

Content
Marketing

Consideration
Promotions

Loyalty
Training

During
Purchase
In-store
Delivery

Trial

Payment

Purchase
B2B Marketing & Strategy Conference
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Best Practice #5 Execute with Precision

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Customer Experience Two Paths

Internally Oriented

Externally Oriented

Financial how do we squeeze

costs out of the system, get
customers to pay more?

Functional path how do we

make customers journeys easy,
informative, and helpful throughout?

Operational how do we
streamline operations to make it
more efficient (for us) from
beginning to end?

Emotional path how do we

address customers changing
psychological or emotional needs
as their decision-making evolves?

B2B Marketing & Strategy Conference

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Best Practice #5 Execute with Precision

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Brand Experience
Brand Experience
Define the brand in
customers minds

50% to 80%
of word of mouth is
driven by brand
experience

Distinguish the company

away from its competitors
Have a high influence on
future behaviors

B2B Marketing & Strategy Conference

PROPRIETARY AND CONFIDENTIAL

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SUBSECTION TITLE

5 Best Practices in B2B Marketing

2
Lead with the
Customer

Make Marketing
Strategic

Build Strong
Brands

5
Test and
Learn

Execute with
Precision

B2B Marketing & Strategy Conference

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Mitch Duckler
Managing Partner
T +1.312.239.8985
mduckler@fullsurge.com
www.fullsurge.com

B2B Marketing & Strategy Conference

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